走出破产困境后，露华浓计划"卷土重来"，高端美妆、香水香氛成为其战略支点。近日，露华浓宣布一项重要人事任命，Amber Garrison出任旗下 伊丽莎白雅顿品牌及全球香水业务总裁，负责领导伊丽莎白•雅顿整个品牌以及露华浓全球香水业务的发展。 高端美妆和香水业务被看作是露华浓重新归来进入当下美妆战场取胜的关键支点。事实上，从整个美妆市场的变化来看，高端化和香水业务已成为 各美妆品牌布局的重要趋势，乘上这股东风成为露华浓成功的关键。 重建管理层 根据露华浓披露的信息，上任后的Amber Garrison将常驻纽约总部，与全球跨职能团队协同推动品牌创新与市场拓展。 Amber Garrison在护肤、香水、品牌转型、全球战略和消费者参与方面有着丰富的从业经验，其最近一项职务是担任雅诗兰黛集团旗下Origins的全 球品牌总裁，主导推动了该品牌的创新与数字化转型。更早之前，她曾在波士顿咨询集团任职，积累了丰富的战略规划经验。露华浓管理层对于新 上任者寄予很大的希望。露华浓管理层认为："Amber Garrison将有助于释放伊丽莎白•雅顿和香水业务的全部潜力。" 露华浓创立于1932年，有着近百年的发展史，是美国历 ...

小米汽车又出事了，负面新闻接踵而来。 小米汽车的舆论战场，好像从未平静过，一直都硝烟弥漫。 近日，两位网络大V接连向小米"开火"，一场关于异响的质量投诉，迅速升格为对品牌价值观的质疑。 雷军和他的小米汽车，正站在漩涡中心，四面环顾的"敌人"似乎越来越多。 事情的起因是网络大V马锐拉，在社交媒体发布长文，详细描述了他的YU7经过颠簸路面时，后排左边门板内部发出类似"小铁珠砸塑料片"的异响问题。 他花费大量时间排查却找不到源头，售后多次维修也未根本解决，主要方法就是贴减震材料，但异响依旧。 与此同时，他发现出现类似问题的YU7车主很多。显然，这并非个案。 随后，汽车圈知名博主闫闯，转发了马锐拉的微博，表示已经将自己的小米YU7卖掉，同时表态"我以后就不碰小米产品了"，并说明"这是价值观的问题， 不是说小米价值观有问题，是说我们价值观不一致"。 作为仅在微博平台就拥有接近500万粉丝的网络大V，闫闯的言论瞬间点燃了舆论，将一场关于产品质量的讨论，推向了品牌价值观的层面，也将小米和雷 军推向新一轮舆论风暴之中。 今年3月底，安徽高速上，一辆小米SU7发生重大交通事故，导致三位女大学生死亡。该事件引发国家多个监管部门介 ...

Core Insights - The collaboration between Finni and Zhang Mowen is prompting a deep reflection on brand image transformation in the heat pump industry as it moves towards mass consumer markets [1] - Finni has established a strong reputation for its technical expertise and reliability, being a national manufacturing champion with a significant global presence [1][4] - The challenge for Finni lies in converting its technical advantages into broader consumer recognition amidst increasing competition and diverse consumer demands [1][4] Group 1: Brand Image and Consumer Perception - Finni has maintained a leading position in heat pump exports for 17 consecutive years, showcasing its technical prowess with successful case studies like ultra-low temperature heat pumps in Tibet [1] - Zhang Mowen's strategic thinking may provide innovative solutions for Finni's brand image upgrade, leveraging emotional connections and relatable narratives [2][4] - The goal is to transform Finni from a "professional equipment manufacturer" to a "creator of a better life" by integrating emotional storytelling with its technological offerings [4] Group 2: Marketing Strategies and Innovations - Zhang Mowen's expertise in emotional marketing can help bridge the gap between complex technology and consumer understanding, making the brand more relatable [4][6] - Innovative communication strategies, such as engaging storytelling and collaboration with environmental organizations, can enhance Finni's brand visibility and appeal to younger consumers [6] - By focusing on scenario-based marketing, Finni can activate consumer demand across various applications, reinforcing its position as a "full-scenario solution expert" in the heat pump market [8] Group 3: Future Implications for the Industry - The partnership between Finni and Zhang Mowen represents a significant dialogue between technical value and consumer perception, potentially reshaping industry marketing practices [9] - The anticipated brand image transformation may inspire new marketing approaches within the heat pump sector, highlighting the importance of emotional engagement in technology-driven industries [9]

Core Viewpoint - Gucci, once a leading luxury brand, is facing significant challenges in the market, evidenced by store closures and declining sales figures, particularly in China [2][5]. Group 1: Store Closures and Market Strategy - In February, Gucci closed two stores in Shanghai's Jing'an Temple area, sparking discussions about the brand's declining popularity [2]. - The brand has also closed stores in various cities including Taiyuan, Shenyang, Hong Kong, Dalian, and Fuzhou, indicating a strategic contraction in its operations [2]. - Gucci's official response to inquiries about future closures was that there is currently no related information [2]. Group 2: Financial Performance - Kering Group reported a 14% decline in sales to €3.883 billion for Q1 2025, with Gucci's revenue falling to €1.57 billion, a 25% drop in comparable sales [5]. - Gucci's Q1 revenue was below analyst expectations of €1.62 billion, and same-store sales fell more than anticipated [5]. - The brand has experienced continuous quarterly declines in sales since last year, with year-over-year drops of 21%, 20%, 25%, and 24% [5]. Group 3: Brand Perception and Consumer Trends - Gucci's brand image has suffered, with consumers perceiving its designs as outdated and overly flashy compared to the current trend of understated luxury [10]. - The last major hit product from Gucci was the 1955 series in 2019, and since then, the brand has struggled to create buzzworthy items [10]. - The brand's attempts to appeal to younger consumers have been ineffective, leading to a lack of clear brand identity [10]. Group 4: Challenges in the Second-Hand Market - Gucci products have seen significant depreciation in the second-hand market, with items originally priced over €20,000 selling for only €2,000 to €6,000 [14]. - The average resale price of popular Gucci items is only 40% of their retail price, indicating a lack of perceived value among consumers [14]. - Factors contributing to this depreciation include inconsistent pricing strategies and the availability of discounted products through outlets [15]. Group 5: Recommendations for Improvement - To revitalize its brand, Gucci needs to focus on re-establishing its luxury image, enhancing product innovation, and improving operational efficiency through digital means [17]. - The brand should also prioritize targeted marketing strategies to regain the confidence of high-end consumers [17].

Core Viewpoint - Gucci, once a leading luxury brand, is facing significant challenges in the market, evidenced by store closures and declining sales figures, particularly in China [2][3]. Financial Performance - Kering Group reported a 14% decline in sales to €38.83 billion in Q1 2025, with Gucci's revenue at €15.7 billion, down 25% on a comparable sales basis [3][4]. - Gucci's Q1 revenue fell short of analyst expectations, with same-store sales dropping 25%, worse than the anticipated 23.6% decline [3][4]. - Gucci's sales have been on a downward trend since last year, with quarterly declines of 21%, 20%, 25%, and 24% in 2024 [3]. Market Position and Brand Image - Gucci's brand image has deteriorated, with consumers perceiving its products as outdated and overly flashy compared to competitors that emphasize understated luxury [5][6]. - The brand has struggled to create new hit products since the 1955 series in 2019, leading to a lack of excitement in the market [5][9]. Consumer Trends - The shift in consumer preferences towards more subtle luxury has left Gucci's bold designs less appealing to younger generations [5][6]. - The rise of counterfeit products and the prevalence of discount outlets have eroded consumer trust in Gucci, making it one of the most counterfeited luxury brands [7][9]. Strategic Challenges - Gucci's reliance on past successes has hindered innovation, with the brand failing to adapt to new trends in the luxury market [9]. - The brand's pricing strategy has led to significant depreciation in the second-hand market, with items selling for only 10-30% of their original retail price [12]. Recommendations for Improvement - To revitalize its brand, Gucci needs to focus on re-establishing its luxury image, enhancing product innovation, and improving operational efficiency through digital transformation [14]. - Emphasizing targeted marketing strategies to regain the confidence of high-end consumers is crucial for Gucci's recovery [14].